Presentation to the Moscow Social Media Club about ethics in social media engagement. Includes discussion of the WOMMA Honesty ROI model.

1. Digital
Ethics
23
November
2010

2. Rule
#1…
Tell
The
Truth

3. the
H
O
N
E
S
T
Y

4. Honesty
Of
RelaConship
• Don’t
go
undercover
• Comply
with
regulaCons
• Don’t
pay

5. Example:
Chinese
50
Cent
Party

6. Honesty
Of
Opinion
• It’s
all
about
mutual
respect
• Your
opinion
is
your
opinion;
• Feel
free
to
share
it,
but
please…
• Let
others
form
and
express
their
own

7. Example:
Nestle

8. Example:
Nestle

9. Honesty
Of
IdenCty
• Most
important
element
• Be
who
you
are
• Don’t
pretend
to
be
someone
else
• PracCce
full
disclosure

10. Example:
Whole
Foods

11. Disclosure
Is
Easy
• Done
right,
disclosure
adds
credibility
• Disclosure
doesn't
preclude
creaCvity
• Working
for
a
company
or
an
agency
doesn’t
hurt
you

12. Ethics
–
Take
Aways
• Be
Transparent
• Who
You
Are
(IdenCty)
• Who
You
Represent
(RelaConship)
• Be
Yourself
• Don’t
Say
Something
You
Don’t
Believe
/
PracCce
• Let
Others
Speaking
on
Your
Behalf
Do
the
Same
• Be
Smart
• Think
Before
You
Post
(Judgment)
• Don’t
Try
to
Game
the
System
12

13. Contact:
Marshall Manson
Managing Director, Digital, EMEA
ph +44 7969 648 427
marshall.manson@edelman.com
Twitter: @marshallmanson